Policy and Marketing Strategies for Digital Media: 1st Edition (Hardback) book cover

Policy and Marketing Strategies for Digital Media

1st Edition

Edited by Yu-li Liu, Robert G. Picard


312 pages

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With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.


"The essays in this book provide valuable insights for both professionals and academics on the impact of changes in digital media on public policy and the marketplace." --David Ackerman, California State University, Northridge, USA

"This is a collection of important insights from around the world on some of the most important communication issues of our time. It is must-reading for anyone who wants to see the whole picture." Pat Longstaff , Syracuse University, USA

"The book illustrates how contemporary media platforms such as Internet Protocol Television (IPT) and Direct Broadcast Satellite (DBS), and video files offered by Amazon, Hulu, Netflix, and YouTube, allow consumers to control the content of what they watch in contrast to traditional television… The book would be an excellent companion to Chuck Hemann and Ken Burbary's Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World (CH, Dec'13, 51-2178)… Summing Up: Recommended." - G. E. Kaupins, Boise State University, CHOICE

Table of Contents

Introduction: Policy and Marketing Strategies for Digital and New Media Yu-li Liu and Robert G. Picard Part I: Policies Issues 1. Digital Television and Switchover Policies in Europe Petros Iosifidis 2. Digital Media Policy: "Television on the Internet: Challenges for Audiovisual Media Policy in a Converging Media Environment" Peggy Valcke and Jef Ausloos 3. Making TV accessible in the 21st century Peter Looms 4. Next Generation Television and the Migration From Channels to Platforms Robert Frieden 5. New Media Policy: The Redistribution of Voice Amit Schejter and Noam Tirosh Part II: Country Case Studies 6. Policy Implications from the Changing Market Environment including Convergence between Telecommunication Services and Broadcasting Services Yasu Taniwaki 7. Reconsider the Telecommunication and Media Regulatory Framework in Taiwan: Using the New Emerged Media as Examples Yu-li Liu 8. Japan’s Legislative Framework for Telecommunications: Evolution Toward Convergence of Communications and Broadcasting Yoko Nishioka and Minoru Sugaya 9. Inverse Intranet: The Exceptionalism of Digital Media Policies in China Miklos Sukosd 10. The Impact of Digital Convergence on the Regulation of New Media in Korea: Major Issues in New Media Policy Euisun Yoo and Hyangsun Lee 11. Fine-Tuning the Competition: The Case of Singapore’s Cross-Carriage Rule in Ending Content Exclusivity Mable Tan and Peng Hwa Ang Part III: Marketing Strategies 12. Digital Media and the Roots of Marketing Strategy Robert G. Picard 13. Digital Media, Electronic Commerce and Business Model Innovation Richard Gershon 14. Cross Media Marketing Strategies Bernd W. Wirtz, Philipp Nitzsche, Linda Mory 15. Marketing Communications with Networked Consumers and Negotiated Relationships Edward Malthouse and Don Schultz 16: Marketing Self-Branding Strategies for Social Presence in Digital Media Robert Pennington Part IV: Country Case Studies 17. Technology and Competition in U.S. Television: Online vs. Offline David Waterman and Ryland Sherman 18. Multi-Screen Services: User-Centric Marketing Strategies Dong-Hee Shin

About the Editors

Yu-li Liu is Professor of the Department of Radio and TV at National Chengchi University in Taiwan. She has published numerous books, including Multi-channel TV and Audience, Cable TV Management and Programming Strategy, Cable TV Programming and Policy in China, and Radio and TV, Telecommunications.

Robert G. Picard is Director of Research at the Reuters Institute, Department of Politics and International Relations, University of Oxford. He is the author and editor of 27 books and an academic expert on media economics and management and government communications policies.

About the Series

Routledge Studies in New Media and Cyberculture

This series is our home for innovative research in the field of digital media. It includes monographs and targeted edited collections that provide new insights into this subject as its influence and significance grow into the twenty-first century.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Industries / Media & Communications Industries
COMPUTERS / Internet / General
COMPUTERS / Digital Media / General
SOCIAL SCIENCE / Media Studies